19 11what are apps and why are they important answer


19-11What are apps and why are they important?
Answer: Apps are small, downloadable software programs that run on smartphones and tablet devices.
They are speeding up the convergence of the real (physical) and digital (virtual) worlds. Many apps are
related to social media, such as programs for (1) price-comparison searches; (2) loyalty programs; (3)
location-based promotions; and (4) entertainment, such as video games, music, and others.

19-12Can personal privacy become a problem as the real and digital worlds converge with
smart systems?
Answer: The convergence of social media, smartphones, tablet devices, and new apps will lead to
companies having a more dynamic interaction with their customers. This convergence allows for the
collection of users' personal data, preferences, and behaviors, which allows marketers to tailor offerings
based on these data. The issue is, do we want others to know all this information about us?
Page 561
FOCUSING ON KEY TERMS

apps p. 556
blog p. 540
Facebook p. 544
LinkedIn p. 547
social media p. 540
Twitter p. 546
user-generated content (UGC) p. 540
YouTube p. 548
APPLYING MARKETING KNOWLEDGE
1 In your new job as a retail store manager you decide to add mobile marketing to your
promotional campaign. Describe how a Bluetooth Low Energy (BLE) beacon could increase
sales in your store.
1 You and three college friends have decided to launch an online business selling clothes college
students wear—T-shirts, shorts, sweats, and so on. You plan to use Facebook ads. What “likes”
or interests do ( a ) college men and ( b ) college women have that might help you in planning
your Facebook strategy?
1 You are about to graduate from college and want a job in marketing research or sales. Go to
the LinkedIn site, register, and determine what information you would put on your LinkedIn
profile to help you find a new job.
1 What is the significance of user-generated content when contrasted with social media and
traditional media?
1 You are a brand manager for a sneaker manufacturer like Nike or New Balance and are trying
to use Facebook to reach ( a ) college-aged women and ( b ) men over 55 years of age. What
three or four “likes” or interests would you expect each segment to have when you try to
reach it with Facebook?
1 In measuring the results of social media, what are the ( a ) advantages and ( b ) disadvantages of
performance measures linked directly to revenues versus costs?
BUILDING YOUR MARKETING PLAN
Remembering the target market segments you identified in Chapter 8 for your marketing plan:
1 ( a ) Identify which one of the four social media described in the chapter would be most useful
and ( b ) give your reasons. Would you consider other social media like Pinterest? Why or why
not?
1 Briefy describe ( a ) how you would use this website to try to increase sales of your products
and ( b ) why you expect target market customers to respond to it.

VIDEO CASE 19StuffDOT™, Inc.: Rewarding Users for Actively Shopping and Sharing!
“Coming from a rewards and loyalty background, I often wondered how to combine the best of rewards